With a million views in one weekend on YouTube and streaming across 70 networks, including Fox, Fox Sports, and ESPN, during the game, ingenuity is king. Nothing is impossible, and what began as a brainstorming session for a social media post to celebrate Super Bowl evolved into a massive idea to produce a spot in a few days.

Most companies’ journey from the vision to the viewer on a Superbowl ad begins in August. Weeks are scheduled for editing and scoring. Market trends are researched, celebrities are contacted, and millions of dollars are spent bringing on film crews and securing locations. The launch of the ad is planned and programmed down to the minute… For us, an 8 o’clock idea for a spot that would drive home the heart of our brand: a place where all Pros are welcome, came at the last minute but was undeniable, and the question became, “Is there any way this is possible?”

Hours later, a finished script was ready, and the mission was set: can we storyboard, cast, produce, location scout, shoot, edit, and push live in less than ten days (with half the team in a different state attending a tradeshow, no less.) Our SVP of Marketing directed, the writer called the shoot; our head of video stepped into edit and one of our art directors learned to slate on the fly- we wrapped at 5 PM sharp. We followed it up with 3 of the longest days of editing, coloring, and sound editing for a finished product that came smoking off our hard drive hours before our target launch. Finally, our team proudly presented: All Pros Welcome. The fastest-made, most massive (little) Super Bowl spot of the year.

50k for production, nine people spread across three cities, and seven days to make it all happen- with an advertising buy into streaming platforms showing the game, we had a spot! We picked up an Ad Week article; and a lot of praise from ToughBuilt designers and staff, but more importantly, our team learned what a single spark and a lot of dedication could make.